Public Relations Activities that Affects Company Performance
More than ever before, journalists, potential clients, bloggers and industry influential’s use search engines to find subject matter experts, media alerts, past media coverage, media opportunities and media statistics and trends. A recent survey featured journalists and their search usage patterns conveying that 91% of those journalists, reporters and editors surveyed use search engines to do their jobs.
In the past search engine optimisation efforts have mostly been employed by corporate marketing departments. However with all the prospects to create significance and value in the form of increase online brand visibility, online media coverage and reputation management, public relation companies should be entitled and deserving of a seat at the corporate SEO table.
SEO expert Lee Odden believes that
“within the realm of Public Relations there are many types of content that get created and often promoted. Content that can be searched on cab be optimised, and that spells opportunity for extending the reach of PR and media relation efforts”.
Journalists and consumers alike are searching, why not make sure the content published to the web as part of PR efforts is easy to find via search?
Examples of PR content that can be optimised:
-Press releases
-Letters to the editor
-Online newsrooms
-Media kits
-Corporate b logs
-White paper
-Webinars/demos
-Newsletters
-Real world interviews published digitally
-Industry news and updates
-Archive section-pass reports and press releases
-Media alerts
-Invitations
Optimising PR content involves the creation and maintenance of keyword glossaries for which to pick the best phrases for optimisation as well to continually write and upload fresh unique articles incorporating keyword rich and phrases rich content.
The foundations for PR professionals that want to take advantage of SEO tactics is according to Lee Odden
“to extend the reach and visibility of content via search is to take inventory of the content being published digitally, in all formats”.
Further incorporate keyword optimisation within content development and publishing. Content creation and the promotion process should become essential aspects of the PR company. Make it an essential aspect of your business and a 10 min daily task to ensure your online PR activities are affected positively by SEO.
Tags: online advertising
